Posts tagged with Last Click

How Air New Zealand used tag management for attribution

Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.

For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.

To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.

The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.

To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison...

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Q&A: Center Parcs' digital click attribution strategy

Search Ignite and Golley Slater have today released a case study to show how they have used click attribution to increase online bookings for Center Parcs. 

Center Parcs has previously used the last click attribution model, but has been using cross-channel measurement and attribution in its digital campaigns for the last six months.

I've been speaking to Mark Fagan, Digital Media Director at Golley Slater, as well as Search Ignite's MD James Yancey and Managing Consultant Andy Betts about the case study...

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